The Government will be pumping in Rs 180 crore during the year on its latest campaign, ‘Glimpses of the India Story’. Rs 60 crore has been earmarked for the first phase of the campaign, which is currently underway. This was shared by Venudhar Reddy, Additional Director General, Directorate of Advertising and Visual Publicity (DAVP).
‘Glimpses of the India Story’ is the theme of a multi-media initiative of the Government of India that was unveiled by Minister of Information & Broadcasting Manish Tewari recently. The initiative captures the journey of development in the last nine years across various sectors through the programmes and policies of the Government.
Commenting on the insight behind the campaign, Reddy said, “There are two clear segments in the designs being marketed. One set is aimed the urban middle class aspiring for higher and better infrastructure, work opportunities, educational opportunities, etc. The other set of creatives is aimed at poorer sections of the people, the rural poor, in particular. They bring out the fact that the Government has created/ enacted several Acts of law providing Rights to people such as Right to Education, Right to Information, Right to Employment, and so on.”
The brief given by the Government was to bring out ad spots to highlight its achievements and also appeal to the common man at the same time.
Talking to exchange4media, Amitava Mitra, COO (North), Percept/H, which has executed the campaign, said, “The brief was given by Manish Tewari. He had very specific ideas and a certain sense of direction. He wanted us to approach along the lines of how flagship programmes have benefitted the people. Showcasing the benefits was a bit of a challenge initially; we created a unique story put together by Pradeep Sarkar and Rajeev Agarwal. The journey of a girl is portrayed in a very believable manner, which strikes an emotional chord with a touch of realism as well.”
He further said, “The look and feel of the film is deliberately ‘non-government’. In the campaign this year, we have taken the concept of ‘Sab ka haq’ and showcased the benefits received through various initiatives. The communication states that this is we have achieved, but there is a long way to go in what we want to achieve for the country, hence the tagline: ‘Meelon hum aa gaye, meelon hamien jaana hain’.”
The campaign is being promoted on various platforms, including television, All India Radio, FM radio stations, print, digital and outdoor. It will also be available on social media sites of the Ministry of Information and Broadcasting.